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AP Archive, director. South Africa - First McDonald's Opens. YouTube, YouTube, 21 July 2015, www.youtube.com/watch?v=6jt6R1HTgrg.

CBC, director. McDonald's Opens in Hungry Moscow, but Costs Half-a-Day's Wages for Lunch, 1990. YouTube, YouTube, 19 Mar. 2019, www.youtube.com/watch?v=ckbfS99N6jY.

CNBC, director. Why McDonald's Failed In Iceland. YouTube, YouTube, 19 Feb. 2019, www.youtube.com/watch?v=AT-E_eMiwgk.

Diegzis. “Marketing: The Problem McDonald's Faces While Expanding in the U.S.” Diegzis, Medium, 22 July 2015, medium.com/@diegzis/marketing-the-problem-mcdonald-s-faces-while-expanding-in-the-u-s-75d938db2eb7.

Lindsay, Sean. “Countries That Have Banned McDonald's!” Triple M, Triple M, 4 Feb. 2019, www.triplem.com.au/story/countries-that-have-banned-mcdonalds-127075.

McDonald’s “Our History.” McDonald's - Official Global Corporate Website, McDonald's, 2019, corporate.mcdonalds.com/corpmcd/our-company/who-we-are/our-history.html.

Smaili, Ines. “McDonald's in Japan - 35 Unique Menu Items: Compathy Magazine.” Compathy Magazine, Wanderlust Inc., 22 Mar. 2017, en.compathy.net/magazine/2017/03/22/japan-mcdonalds/.

Turner, Ashley. “Why McDonald's and Burger King Flopped in Vietnam.” CNBC, CNBC, 13 Sept. 2018, www.cnbc.com/2018/09/13/mcdonalds-burger-king-vietnam-fast-food.html.

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Some parts of the "American" experience don't translate as well in other countries that have different cultures and customs. One example is the smile, which in Russia is seen as the service worker laughing at the client (CBC, 2019). This, and other "unusual" trends that upper management expect to be uniform eventually get weeded out as the franchise gets a better feel for the country.

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McDonald's opens in hungry Moscow, but costs half-a-day's wages for lunch, 1990

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A big part of McDonalds' success internationally is that it adapts slightly for every country it's in. As evidenced by the video above, while it does have certain trademarks, it allows for every country to make it its own (AP Archive).

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McDonald's mission is focused on continual growth and innovation (McDonald's). The first McCafe opened in Australia in 1993 and became so popular that it competes well with other chains such as Starbucks (McDonald's). Expanding the menu in this way drew in an entirely new customer base that has allowed further growth.

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The first Ronald mcDonald house opens in Philadelphia in 1974 to help children with Leukemia (McDonald's). This became very fundamental to the core values of the company which is primarily family-oriented.

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McDonald's prides itself on showcasing a very American way of life in its image. Due to the relationship between Iran and the US, there has not been a McDonald's here since 1979 (Lindsay). However, there is already a knock-off called Mash Donald's (Lindsay).

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One struggle with McDonald's international franchising is countries that want absolutely nothing to do with the US. Bolivians would frequently protest McDonalds' existence in their country as it marked a large corporation from a country they have a very difficult relationship with (Lindsay). The last McDonald's was closed in 2002 for this very reason (Lindsay).

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McDonald's was scared away from opening any stores in Zimbabwe when inflation escalated so much that people were using the local currency as toilet paper (Lindsay). Before then they almost entered the local market, but will probably hold off until things are more stable (Lindsay).

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McDonald's never dared enter this country since members of the community have threatened militant attacks on any franchise that opened here (Lindsay).

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McDonald's is so successful because it grows and changes along with its consumer base. A great example of this is how it has had resounding success in Japan by fitting into Japanese culture and adding 35 unique menu items to the Japanese stores such as the Shrimp Fillet-O and the Teriyaki burger (Smaili). Japan is now the country with the 2nd highest density of McDonald's in the world (Smaili).

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McDonald's also had a lot of difficulty making it in Vietnam, because Vietnamese customers were able to find cheaper, faster, more shareable alternatives in their local cuisine (Turner).

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The fast food industry thrives in most of the world. Chains like McDonald's and Burger King typically come out on top in the $651 billion fast food industry. In Vietnam, however, the brands have failed to take off. McDonald's and Burger King have more than 36,000 and 16,000 locations across the globe, respectively. But in Vietnam, McDonald's has 17 stores and Burger King has 13.

In Vietnam, a country spoiled for choice when it comes to food, some U.S. fast food chains are struggling to compete with the local competition.

Check out the video above to see why McDonald's and Burger King are flopping in Vietnam.

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Why McDonald's and Burger King flopped in Vietnam

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The fast food industry thrives in most of the world. Chains like McDonald's and Burger King typically come out on top in the $651 billion fast food industry. In Vietnam, however, the brands have failed to take off. McDonald's and Burger King have more than 36,000 and 16,000 locations across the globe, respectively.

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McDonald's, while a highly successful industry, was not always able to break into some of the more challenging markets around the world. For instance, they were unable to make it in Iceland due to the high costs of products and the increase in health consciousness of the consumers (CNBC)

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McDonald's originally planned on opening 1,000 restaurants exclusively in the US, but their resounding success compelled them to go international, expanding into Canada and Puerto Rico (McDonald's).

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Having perfected the Speedee service system, the McDonald brothers created a restaurant that would soon be known for that very  trademark characteristic (McDonald's). They are quickly discovered by a salesman-soon-to-be-franchising-agent interested in expanding their business (McDonald's).

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McDonald's does its very first expansion to Illinois in the mid 1950s (Diegzis). It is defined by the service, quality, and cleanliness standards implemented by future chairman, Frank Turner (McDonald's). A family oriented restaurant, McDonald's caters to children as well as adults and creates a business focused on growth (Diegzis).